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The Influence of Movie Genre on Audience Reaction To THE INFLUENCE OF MOVIE GENRE ON AUDIENCE REACTION TO PRODUCT PLACEMENT by STEVEN DAVID GARZA, B.S. A THESIS IN MASS COMMUNICATIONS Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF ARTS Approved Chairperson of the Committee Accepted Dean of the Graduate School December, 2003 ACKNOWLEDGMENTS Several individuals contributed greatly to this thesis. Without these individuals, I would not have been able to succeed in this endeavor. First, I am forever indebted and sincerely grateful to Dr. Coy Calllson for his support, guidance, and direction in the development and execution of this thesis. His research expertise guided the quality of this thesis. I would like to thank committee members, Dr. Ed Youngblood for jumping in whole-heartedly and for his meticulous attention to detail and Dr. Jimmie Reeves for his encouraging words that did not "suck." A special thanks goes to Craig Childre, for contributing his time and talent in developing my stimulus materials. This work could not have been completed without the support, encouragement, advice, and patience of my family and adopted families (Bates & Hales). Words cannot adequately express my gratitude for their emotional, financial, and physical (i.e., food) contribution to this effort. I gratefully wish to thank Dr. Jerry Hudson and Dr. Liz Watts, for their encouragement but more importantly their patience. It's done! The support and encouragement of the staff of the School of Mass Communications at Texas Tech University are also appreciated. Finally, thank you Tory, Jason, and Donna, for the many weekend getaways and much needed distractions. This thesis is dedicated to the memory of my mother, Mary Frances Garza, who instilled in me a purpose of character and love of family. I will forever miss her optimism and words of wisdom. TABLE OF CONTENTS ACKNOWLEDGMENTS ii ABSTRACT vi LIST OF TABLES vii LIST OF FIGURES viii CHAPTER I INTRODUCTION 1 The Payne Fund Study 2 II BRAND PLACEMENT IN MOVIES 5 The Marketability of Tie-Ins 11 Brand Placement Research 13 Efficacy of Brand Placements in Movies 1 5 Brand Attitude Change 16 The Marketability of the Comedy Genre 21 Humor Advertising Research 23 Humor and Attention 24 Humor and Persuasion 26 Humor and Liking 28 Humor and Placement 32 Recap 33 Hypothesis and Research Question 34 III METHODOLOGY 39 Overview 39 Research Participants 39 Procedure 40 Measures 41 Stimulus Material 44 Measurement 48 IV IV RESULTS 50 Preliminary Analysis 50 Brand Recall and Recognition Hypothesis 51 Attitude Toward the Brand Hypothesis 52 Attitude Toward Product Placement Hypothesis 56 Research Question One 58 V DISCUSSION 65 First Hypothesis 65 Second Hypothesis 67 Third Hypothesis 71 Research Question One 74 Limitations 11 Considerations for Future Research 79 VI CONCLUSION 84 REFERENCES 86 APPENDIX: QUESTIONNAIRE 93 V ABSTRACT The use of brand placements is quite evident in movies today. The success of some brands reporting a phenomenal sales increase may be partly dependant on the type of movie in which the brand is placed. Employing 200 university students, this initial experimental study examined the effects of movie genre on brand placement. Students completed a questionnaire after watching and evaluating one 30-minute movie clip categorized by genre—comedy, drama, and science fiction. The study compared the effects of genre on brand recall, brand liking, and consumer's reactions toward brand placement. Central to the practice of using brand placement in movies is the belief that the humor found in a comedy movie would help create a favorable response toward brand placement. It did not. The comedy genre did not outrank the other genres on brand recall/recognition, brand liking, and attitude toward brand placement. However, this research did confirm the findings of previous research that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements. VI LIST OF TABLES 1. Movie, Classification, and Brand Placement List 49 2. Mean Results for Demographic Questions 61 3. Mean Results for Recall and Recognition 62 4. Mean Results for Attitude Toward the Product 63 5. Mean Results for Attitude Toward Product Placement 64 VII LIST OF FIGURES 1. Photo 1, There's Something About Mary 81 2. Photo 2, Mission to Mars 81 3. Photo 3, The Usual Suspects 82 4. Photo 4, Me, Myself, and Irene 82 5. Photo 5, The Philadelphia Experiment 83 6. Photo 6, Monster's Ball 83 Vlll CHAPTER I INTRODUCTION Storytelling was used in many early cultures as part of religious rituals (Bywater & Sobchack, 1989). The purpose of storytelling was seen as pure and good, and its effects on the participants uplifting and noble. But somewhere along the way, storytelling entered secular life. Storytelling became entertainment, and its power to affect emotions and motivate was socially utilized. Today, stories told in movies according to Bywater and Sobchack (1989), are a more powerful stimulus than those told in other media. They said, almost from the beginning, society at large expressed its concern about how the medium may affect a person's behavior for good or for ill. By the end of the first decade of the 20th century everyone was aware of the motion picture as part of the social fabric of even the smallest community, catering to the public's desire for action, adventure, romance, comedy, and spectacle, (p. 109) One of the first community concerns regarding media came from Christian moralists during the earliest days of the nickelodeon's depiction of immoral behavior (Bywater & Sobchack, 1989). By the late 1920s, the moral majority of the community called out for action, and a massive investigation of the movies by social scientists was funded to find out just how "bad" (p. 109) the effects of movie viewing could be on innocent minds (Bywater & Sobchack, 1989). According to Jowett and Linton (1989), during this period, movies received more attention and were the subject of more research than any other form of mass media. The investigation into movies accelerated the most significant milestone in the development of mass communication as a scientific field of study—the Payne Fund study. The Pavne Fund Studv In 1928, Reverend William H. Short, executive director of the Motion Picture Research Council, received a $200,000 grant from a private charitable organization called the Payne Fund to support an investigation of what effects motion pictures had on children (Jowett & Linton, 1989). To lead the investigation. Short organized a group of prominent educators, university sociologists, and psychologists into the Committee on Educational Research of the Payne Fund. The effort, which extended from 1929 until 1935, produced a series of 12 studies. These 12 studies considered variables, such as: film attendance; content; the relation of behavior in films to normal social behavior; the effect of films on sleep and health; the emotional effect of film viewer ship; the relationship between film attendance and delinquency; and the method of teaching children to distinguish between good and bad films. The results of this investigation were not as convincing as many of the medium's critics had hoped. Instead, the study fell short of admitting any evidence of strong effects. The researchers concluded that factors other than going to a movie influenced an individual's life (Jowett & Linton, 1989). One of the more controversial of these studies. Movies and Conduct (1933) by sociologist Herbert Blumer, investigated the influences of motion pictures on general day-to-day behavior. Blumer used the autobiographical method, in which respondents (college students, high school youths, factory workers, and office personnel) recalled earlier influences of movies on their lives and on specific activities such as modes of dress, hairstyles, and forms of communication. The results indicated that the content of movies served as a substantial influence on young students. The research participants reported that they had imitated the movie characters openly in beautification, mannerisms, and attempts at lovemaking. According to Lowery and DeFleur (1995), the Payne Study findings were correct—for that time. They said. America was not a media society except in a limited sense during the 1920s. The only mature medium was the newspaper. Radio was only a toy. The movies came with a rush—almost overnight—to delight, frighten, thrill and fascinate an audience of millions of children who had never seen anything like them. The idea that this new medium, suddenly thrust upon a society just emerging from the Victorian era, could have profound and visible effects upon such an audience does not seem far-fetched, (p. 41) The study of movies and specific research aimed at understanding the nature and extent of movies' effects declined almost completely after the introduction of television in the mid-1940s (Bywater & Sobchack, 1989). The direction focused more on television and its effect on audience behavior. However, studies conducted by Glucksmann (1972), Howitt (1977) and Cline (1974) acknowledged that the researchers findings could be inferred to film. Even with the controversy over the social influence of motion pictures, a commercial phenomenon evolved. Today, the motion picture is being used as a mass communication medium attracting marketers and advertisers for its enormous promotional possibilities. These advertisers and marketers pay to place brands within the plot of movies for the purpose of promotional exposure. This practice is referred to as product placement or brand placement. CHAPTER II BRAND PLACEMENT IN MOVIES Brand placement is the promotional technique of placing consumer brand products or services in motion pictures in return for money or promotional exposure of the films in a marketer's advertisement (Clark, 1991). The promotional technique of brand placement was used as early as 1945 when Joan Crawford noticeably drank Jack Daniel's bourbon whiskey in Mildred Pierce (Reed, 1989).
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